| 旅游地形象感知偏差测评模型研究 |
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| 引用本文： | 姚长宏,陈田,刘家明.旅游地形象感知偏差测评模型研究[J].旅游学刊,2009,24(1). |
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| 作者姓名： | 姚长宏 陈田 刘家明 |
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| 作者单位： | 1. 首都师范大学资源环境与旅游学院,北京,100048
2. 中国科学院地理科学与资源研究所,北京,100101 |
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| 基金项目： | 首都师范大学博士启动基金 |
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| 摘 要： | 旅游地形象是旅游地开发建设的重要内容之一,形象塑造是提高其市场影响力和市场竞争力的重要基础;因缺乏全真信息支撑,市场对旅游地形象的感知普遍存在偏差.本文根据形象主体及感知内容系统构建感知偏差测评层次模型,包含3个层次9个指标,其中模型权重由专家打分确定,基础数据源于市场调查结果,主要采用离差和法分析不同主体对不同感知内容的偏差程度.通过十堰旅游目的地验证,最终偏差指敷测评结果为0.626,偏差较大,其中主体时自然环境感知偏差最小,对社会环境感知偏差最大;旅游介体对十堰形象感知偏差最小,本地居民感知偏差最大.
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| 关 键 词： | 旅游目的地 旅游形象 感知偏差 层次分析法 |
A Study on the Evaluation Model concerning Perception Deviation of Tourist Destination Image |
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| YAO Chang-hong,CHEN Tian,LIU Jia-miag.A Study on the Evaluation Model concerning Perception Deviation of Tourist Destination Image[J].Tourism Tribune,2009,24(1). |
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| Authors: | YAO Chang-hong CHEN Tian LIU Jia-miag |
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| Institution: | 1. Capital Normal University;Beijing 100048;China;2. Institute of Geographic Sciences and Natural Resources Research;CAS;Beijing 100101;China |
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| Abstract: | Tourist destination image is one of the important contents in the development and construction of a destination. Image creation is an important basis to enhance market influence and competitiveness. Perception of market to tourist destination image is usually deviate owing to lack of real information. The paper tries to construct image perception deviation evaluation model in accordance with image itself and perceived contents. The evaluation model consists of 3 hierarchies and 9 indexes. The weight to the ... |
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| Keywords: | tourist destination tourism image perception deviation analytic hierarchy process |
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